In December of last year, NorthLadder marked a significant milestone by opening their new European headquarters in the “Tree House” in Utrecht. This move came just a few months after the company’s acquisition of Renewd, a step pivotal to NorthLadder’s mission of integrating circular solutions into trade-in practices across Europe. NorthLadder provides a seamless experience for customers, enabling telecom operators, retailers, and consumers to participate in sustainable trade-in programs. Simultaneously, Joost Wijermars was appointed Managing Director Europe for, bringing a wealth of experience from his previous roles at Dutch telecom giants KPN and Vodafone before joining Renewd.
Reflecting on 2024: integration and growth
During our visit to NorthLadder’s new office in Utrecht, Wijermars greeted us with a smile and a cup of coffee in the cosy post-holiday atmosphere. "Let’s start 2025 sustainably," he joked, pointing to the neatly stored Christmas decorations. Looking back on 2024, he described the integration with NorthLadder as both monumental and transformative. "It felt like starting a new company — just with the added difficulty of adapting to a new structure while keeping operations running smoothly. Thanks to the support of NorthLadder and the Renewd team, the process went smoothly." Now that the integration is complete, the focus is on expanding NorthLadder’s reach across Europe, a move that Wijermars sees as a great opportunity.
Revolutionizing trade-in practices in Europe
Taking a moment to sip his coffee, Wijermars delved into the specifics. "Did you know that the trade-in ratio for telecom operators in Europe is generally below 5%? Our goal is to raise this to over 25%, and we’re confident we can achieve it. Why? Because we offer higher trade-in prices—well above market standards—thanks to our multi-buyer auction platform, which ensures competitive offers rather than relying on a single buyer. This not only boosts attach rates for telecom operators and retailers but also positively impacts customer retention and reduces churn."
He elaborated on NorthLadder’s unique offerings: "Our advanced omnichannel journey is designed to meet customers wherever they are. Whether it’s instant discounts online, trade-in self-services in-store, or even home pickups in certain regions, we’ve got it covered. And as a trusted Apple partner, we deliver a trade-in experience that’s seamless, fast, and reliable—on par with Apple’s own standards. With just six pictures, our AI technology determines the exact cosmetic condition of a device, enabling us to provide an instant guaranteed payout or discount."
This approach aligns perfectly with NorthLadder's slogan, "Disrupting Full Circularity", which encapsulates the company’s vision of radically transforming the second-life market through truly circular solutions and technological innovation. By rethinking how devices are traded and repurposed, NorthLadder isn’t just improving the trade-in process—it’s driving a meaningful shift toward a more sustainable and efficient ecosystem for telecom operators and their customers alike.
Expanding NorthLadder’s presence in Europe
Addressing NorthLadder’s relatively new presence in Europe, Wijermars acknowledged the challenge but remained optimistic. "Yes, we’re a newcomer in this region, but we’re eager to introduce our closed-loop sustainable solutions here. We already have strong ties with major manufacturers across the six GCC countries, parts of Asia, and Australia. South Africa is set to be our first African market. Fortunately, the feedback we’ve received locally has been overwhelmingly positive.
Cutting costs and increasing value
His enthusiasm grew as he explained NorthLadder’s value proposition: "Did you know that, on average, there are seven parties involved in the secondary supply chain before a traded-in device reaches the end customer? By working with us, businesses can cut out cost-inflating middlemen, ensuring higher trade-in prices. To substantiate this, we compared the average trade-in values we achieved with those of a major U.S.-based trade-in enabler. For an Apple iPhone, NorthLadder’s trade-in value was US$ 243, a staggering 45% higher than the U.S. average for that quarter. For Android devices, we achieved a 90% higher trade-in value of US$ 148. That’s real, tangible value—delivered day in and day out."
A commitment to sustainability
As we wrapped up our conversation, Wijermars emphasized the broader impact of NorthLadder’s mission. "Sustainability is not just a buzzword for us; it’s at the core of everything we do. By extending the lifecycle of devices and promoting a circular economy, we’re helping businesses and consumers reduce electronic waste and contribute to a greener future. Our vision goes beyond just trade-ins; we’re committed to creating a comprehensive ecosystem that benefits everyone involved."
Looking ahead
With its strategic acquisition of Renewd, the opening of its European headquarters, and a clear vision for the future, NorthLadder is poised to make a significant impact on the European market. As 2025 unfolds, the company’s innovative approach to trade-ins and its commitment to sustainability will undoubtedly shape the landscape of telecom and retail industries across the continent. For Wijermars and his team, the journey has just begun, and the potential for growth seems boundless. "The real work starts now," Wijermars concluded with a smile. "And we couldn’t be more excited about what lies ahead."
Market

Trade-in

Repair
